Click on the Video Below and Sample a Session from the last Digital Hollywood event. For Additional Video Sessions, Click Here Hollywood Europe in London, ExCeL London, The Docklands November 29 - December 1, 2006 The Agenda - Day Three Friday, December 1 9:30 AM - 10:45 AM Track II: Branded Media Marketing - TV, Film, Broadband, Podcasting & Blogging, Mobile, Music and Games – Reinventing the Commerce & Media Model With the attention of the consumer being assaulted by a host of great technologies – from games and broadband to PRVs - devices as well as content programming, the task of the client, the agency and content provider raising their message above the clutter is daunting. With every challenge, however there exists the opportunity to reinvent the process, and in the evolving world of branded media marketing, the creativity at hand is impressive. The industry’s TV, music, wireless, film and broadband marketing teams are reinventing the world of entertainment, branding and marketing. In this session, we will gain further insight into the structures of our industry’s future John Gaydon, Managing Director, Control Room, U.K., (producers of Live 8) Brian Marin, Chief Executive Officer, RED (US company) Adrian Swift, Director of Television, etv (UK company) Kurt Schneider, Executive Vice President, Marketing, World Wrestling Entertainment Steven Yee, Senior Vice President, Reuters Media, Americas & EMEA Wendy Bernfeld, founder, Rights Stuff BV, Moderator Steven Yee, Senior Vice President, Reuters Media, Americas & EMEA: Steven Yee oversees brand management, marketing strategy, consumer ad-trade marketing, public relations, research and analytics, as well as design and creative services that support sales initiatives for Reuters Media division. Working with global teams, he supports both the consumer and agency businesses with responsibility for driving audience growth, increasing brand awareness and delivering breakthrough creative. Prior to Reuters, Steven was Vice President and General Manager of AOL Movies/Moviefone.com and responsible for all day-to-day programming and business strategy for AOL Movies, which included movies programming on both the AOL service and on Moviefone. Steven led the AOL Movies programming team in developing compelling movie programming and new franchises for moviegoers. In addition, he worked with AOL's Interactive Marketing team to help create marketing solutions for movie studio advertising partners. Previously, Steven was Vice President of Marketing for America Online's Web Properties Group, which includes Netscape, CompuServe, AOL Instant Messenger ™, ICQ, MapQuest and Moviefone. Steven also served as Vice President of Marketing for Sony Online Entertainment Inc., where he launched the online entertainment network, The Stations@sony.com. He led marketing efforts for Sony's IMAX film initiatives for the Sony New Technologies division, the precursor to what is now known as Sony Online Entertainment. Adrian Swift, Director of Television, etv: Adrian heads up etv’s creative team as well as overseeing key Digital TV, broadband and mobile projects, including Thomas Cook TV, Eat Cinema, advertiser funded programmes for ITV and five as well as Thomas Cook Broadband and 3’s mobile TV services. He began his media career as a newspaper journalist before becoming one of Australia’s top executive producers for major lifestyle and sporting programmes. While at Channel Nine, Adrian was the founding producer of Australia’s number one travel programme "Getaway". Under his stewardship, the programme won many awards and was sold to 14 countries, gaining an international audience of over 100 million. As well as producing several international outside broadcasts, including the Australian Grand Prix, Adrian launched Australia’s first commercial television website – a site which ultimately became NineMSN Expedia in Australia. After working on the Nine Network-Microsoft joint venture in Australia, Adrian moved to London to work for leading British factual producer Endemol as Executive Producer on programmes for Channel 4 and Channel 5. Before joining etv, Adrian was Head of Digital Interactive Development for Mirror Television, where he was responsible for developing advanced interactive formats and broadband solutions for new digital channels and platforms. Brian Marin, Chief Executive Officer, Retail Entertainment Design (RED): With more than 20 years’ experience in the entertainment industry, Brian Marin brings to Retail Entertainment Design (RED) an astute understanding of retail environments, visual displays and audio/video technologies. His expertise in all aspects of music, video, advertising, promotions and new technologies guarantees the creation of highly customized and unparalleled solutions to meet the needs of today’s retail clientele. Previously an executive with DMX MUSIC and ScreenPlay, Inc., Brian received a BA in Communications from Washington State University, with an emphasis in media and advertising. Kurt Schneider, 39, is a proven leader in marketing and management. Schneider is known for his aggressive business planning, effective decision-making and his ability to drive and inspire a multi-disciplinary team towards a singular vision while keeping focus on long-term profitability. He has applied these talents successfully to television, entertainment, sports, internet and media businesses. Since February of 2003, Schneider has served as Executive Vice President of Marketing for WWE‘. In this role, he leads the fully integrated brand strategies and activities across the company’s core business areas of pay-per-view, television, live events, Internet, and consumer products. He also directs all advertising, promotions, PR, Corporate Communications, Cause-related Marketing, and Government Affairs. Beyond his marketing responsibilities, Schneider has full P&L responsibility for Pay-Per-View television events and Live Events, and he co-leads the International business unit. Under his watch, 2004 PPV revenue increased for the first time in three years highlighted by WrestleMania XX which generated over $45M in pay-per-view revenue, set a WWE box office record, and created new revenue streams for licensing, ad sales, TV specials, home video, internet, and merchandise. Additionally, with the execution of the International business plan that Schneider wrote and directed, WWE’s International revenue is projected to increase by 30% vs. the previous year. Prior to his role at WWE, Schneider was President and CEO of Asimba, Inc., a dominant on-line sports and fitness resource. Upon his arrival at Asimba in October of 1999, Schneider overhauled the business plan, built a strong management team, raised $20M, acquired a company to complement Asimba’s offerings and had the company poised for profitability. Recognizing the soft economic marketplace in 2001, he sold Asimba to Weider Publishing Company. During his tenure, Schneider built Asimba into the leader in the competitive and cluttered sports and fitness category. As a result, Forbes, US News and World Report, Yahoo, PC Data and others all voted Asimba as the best web site in its category. Prior to taking the CEO position at Asimba, Schneider served as Vice President of Marketing for FOX Sports Net from September 1996 to October 1999. In his position as head of marketing, he was responsible for developing and building the profitable FOX Sports Net brand, including all creative, media, on-air, and promotional launch plans. Schneider previously served as Director of New Business Development for the Walt Disney Company, where he targeted new corporate partners for the entertainment conglomerate. He started his Disney career as Director of Corporate Alliances, creating new business initiatives with Coke, American Express and Kodak. John Gaydon, Managing Director, Control Room, U.K.: As Managing Director of Control Room in London, John Gaydon is responsible for global content acquisition and production strategy for Control Room. John Gaydon, a proven music business innovator with deep experience in live entertainment production and licensing, pioneered the current live tour sponsorship model known and used today. Additionally, Gaydon brings unparalleled experience to Control Room in artist management, music publishing, producing, live event production and distribution, music video production and licensing. Most recently, Gaydon served as Director of Acquisitions and Productions for Eagle Rock Entertainment, where he was a supervising producer for live event DVD productions including Diana Krall, The Black Crowes, Elvis Costello and the Pixies. A former managing director of Polygram TV International, Gaydon has sold rights to live performances around the globe including Pink Floyd’s 1992 performance of Dark Side of the Moon at Earls Court in London. In 1993 Gaydon co-founded 3DD Entertainment and distributed U2 Live from Boston and Robbie Williams. Gaydon began his career by forming EG Management in 1969 launching the careers of King Crimson, Emerson Lake and Palmer, T Rex and Roxy Music. In 1981 Gaydon together with Godley & Creme formed Medialab, a leading production company, responsible for several of the 80’s most beloved music videos such as Every Breath You Take by The Police and Herbie Hancock’s Rockit and a string of award winning high-profile television commercials. In addition Gaydon negotiated sponsorships for various tours including the 1982 Rolling Stones European tour and David Bowie’s Serious Moonlight Tour. Wendy Bernfeld, founder, Rights Stuff BV, is specialized in international content licensing negotiations /related rights advice, for all kinds of viewing screens, ranging from more traditional media (film, TV, PayTV,) to digital new media (Internet websites/channels, mobile phones, portable devices (PMP, IPOD, PSP, etc), and interactive TV. Deal business models include ad-supported (free to user) content, rental-based (eg Video on Demand,, subscription) and permanent download (consumer digital ‘’sell-through’’ entertainment, etc). Rights Stuff crosses the bridge between the tech companies/telcos/TV channels and the entertainment producers and suppliers, helping source the right content, find the appropriate rightsholders, and carve the deals for a full range of international and local content genres, from big brands to eclectic local niches. Originally from Montreal, Wendy has over 23 years (15 in Europe) experience in film/payTV channel startup and program buying, beginning in early days as an entertainment lawyer and then spending the bulk of her career as a senior movie buyer/TV executive in various international networks. Before founding Rights Stuff (1999), she was CEO of Canal+ International Acquisitions, (and prior to that, VP Program Acquisition/Special Projects) – in the centralized joint program-buying group (FilmNet/Nethold/Canal+) (1993-98), with a particular specialization in major MPAA studio "output'' deals. Prior to that she was M.D. Alliance-Atlantis in Europe (1991-93) and before that, VP Program Acquisition for First Choice:Movie Network, (1984-91) Wendy has a Bachelor of Laws Degree (L.L.B.) from Queens University, and BA/MBA courses in McGill andUniversity of Toronto. She is a member of both the Law Society (Upper Canada) and on the Roll of Solicitors in the UK. Earlier she also practiced law in Canada with Blake Cassels & Graydon; Silverstein's; and, still earlier, was one of 10 appointed as Law Clerk to the Chief Justice of the Supreme Court